Over 20,000 sign, graphics and visual communications industry professionals converged in Las Vegas for ISA Sign Expo inside the 235,000 square foot Mandalay Bay Convention Center just a few weeks ago. It was a spectacle to behold with the latest and greatest on display all competing for a set of eyes, an in-person interaction. This event collectively cost, most likely, reached into the hundred of millions, for the chance for an exhibitor to impress attendees.
Furthermore, In a recent Adweek article, Bizzabo found that 89% of overperforming businesses put a high value on live events. Companies aross the world, big and small, spends a large portion of their annual marketing budget on in-person event marketing. Why then, is there such a focus on event marketing in the age of the internet?
For starters, it is effective. This one three day event will account for a large amount of a company's annual lead intake. Next, is the brand recognition gathered by just being at the show. With over 20,000 attendees, a brand receives a large number of impressions that could eventually turn into future customers. There is also an unspoken amount of brand credibility that comes by being at a leading industry show with other leading competitors. It puts that brand in the conversation if they weren’t already.
Lastly, and most importantly, is communication. A live event enables the ability to clearly convey a message at the most opportune time in the Buyer’s Journey. Live events enable a direct line of communication with a potential customer that is often difficult to do with only digital means.
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